Unhappy customers are a part of the job. As a brand, you simply cannot please all your customers. Unsatisfied customers are bound to pop up time and again, pointing out flaws in your systems and raising flags in your strategies. However, taking them lightly is a luxury you simply cannot afford.
Frustrated customers reverse years of all the hard work you invested through marketing your strategies. A negative review has more impact on business than a positive review. Forbes reports that 94% of consumers avoid a company with bad reviews.
So how can you resolve or refrain from having customer frustrations? Let us first learn about the common causes of customer frustration and then explore how you can address these issues, especially with loyalty solutions.
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What Are the Most Common Causes of Customer Frustration?
- Delayed Response – It is acceptable to have unhappy customers, as long as you are consistently and promptly working to resolve their issues and grievances. What triggers frustration is when you commit your customers to provide prompt assistance and fail to comply when the situation arises. Efficiently offering solutions to customer issues will considerably help in improving brand credibility.
- Repeating Grievances – Research from Microsoft shows that 72% of consumers say that when contacting customer service they expect the agent to “know who they are, what they have purchased and had insights into their previous engagements.”. Gone are the days when customers patiently waited to be transferred from one SA to another for their requests and complaints. Now with multiple customer touchpoints available, customers expect you to know their details and purchase history and provide prompt assistance.
- Substandard Service – The same study by Microsoft also states that “Across the globe, 96% of consumers say customer service is an important factor in their choice of loyalty to a brand.” By now every marketer and brand are aware that customer service is the core of customer loyalty. Negligence in this area can have severe consequences on the overall customer experience that can negatively impact your brand image.
- Digital Disturbances – For the netizens, which now comprise 91% of the American population, page load time and webpage errors are a major cause of frustration. Digital marketing teams across the world work tirelessly to improve the overall digital experience of their customers. If you fall off the wagon, there are a hundred other brands that will load more quickly and have a better interface. That’s why you need to be on top of your digital marketing game.
- Complicated Interface – Simplicity is key to effective customer engagement and satisfaction. Failing to do so by providing elaborate process and fancy websites which is difficult to navigate through, may result in customer churn due to frustration. Keep your interface simple and let your product and service take center stage for maximum effect.
- Feeling Undervalued and Unappreciated – In retrospect, customer frustration is caused when customers feel undervalued and not appreciated by a particular brand. Brands have considerably upped their game in the last few years and go out of the way to make customers feel valued and special. If you are not offering anything worthwhile to your customers, this frustration may also result in significant customer attrition.
- Fulfillment Issues – Ensuring smooth and prompt deliverables is expected of a brand especially when a customer invests his time, money, and effort on the brand. Irregularities in fulfillment are seldomly forgiven by customers and clients. So it’s important to keep note of this.
How Can You Fix This?
There are no shortcuts or quick fixes to ensure customer satisfaction. It is a result of consistent, top-quality engagement strategies and a genuine admiration for your customers. Listed below are few strategies to help you get started on this journey.
- Value Reviews and Feedbacks – According to Microsoft, brands are viewed more favorably by 77% of consumers if they proactively invite and accept customer feedback. Negative reviews have a tendency to demotivate but don’t let them bog you down. If your customer is taking out time to write a review about you, appreciate it, acknowledge it and work towards resolving their issues. According to Qualtrics XM Institute, “Nearly 80% will forgive a bad experience if they rate the service team as very good.” Customers appreciate the fact that you acknowledge mistakes made from your end and rectify them, in fact, this reinstates their faith in the brand.
- Be Intuitive and Proactive – Anticipate what your customers want and cater to their requirements even before they ask. If you are unable to do so, use predictive analytics to forecast customer behavior and purchase pattern and design fail-proof strategies based on that data.
- Create an Omnichannel Customer Experience – 34% of companies are implementing “customer journey mapping” into their customer service says a report by Kolsky. By mapping out the customer journey you can create an omnichannel customer experience that combines data and analytics from various customer touchpoints ensuring a smooth transition from pre-sale to post-sale service.
- Video Chat as Customer Touchpoint – According to the Global Customer Engagement Report which is an annual research study conducted by Vonage, video chat conferencing with consumers saw a massive boom. Two-thirds of consumers worldwide are video chatting more now than they were in 2019 and the numbers are rapidly increasing as per the study. Nothing can replace one-on-one interactions but video-conferencing comes a close second, enabling businesses to improve customer experience.
How Can Loyalty Solutions Further Improve Engagement and Customer Reduce Frustrations?
- Makes Your Customers Feel Appreciated – A report by Accenture states that 48% of consumers expect specialized treatment for being a good customer and two-thirds of customers are willing to share personal information with companies but only in exchange for some perceived value. Loyalty programs are not only profitable to the brand but bring value to the overall customer experience as well. The use of loyalty and rewards programs is an efficient way of saying thanks to your customers for being associated with you.
- Improves Customer Engagement – Loyalty programs are a ‘tried and tested’ approach to keep customers engaged with the brand. It is a healthy, fulfilling, and lucrative strategy that encourages engagement which leads to improved brand loyalty.
- Works on Building Trust – A loyalty and rewards program is also a great activity to build trust. Placing trust in your brand, customers enroll in loyalty programs, and over the years, with exceptional service, this trust turns into a solid, profitable bond between customers and the brand.
- Strengthen Customer-Brand Relationship – The main agenda behind launching a loyalty program is to strengthen the equation between a brand and a customer. A loyalty program offers long-term returns by building a strong base of retained customers that are loyal to the brand.
A loyalty program must embody your brand values, help you achieve your marketing goals, and be exciting enough to encourage customer participation. With Annex Cloud’s expertise and experience, you can design dynamic solutions that meet your business aesthetics. Annex Cloud’s Loyalty Suite offers omnichannel solutions across all marketing channels along with Implementation Architect to maximize return and improve loyalty among customers.